Articles

Maclean’s Magazine Employs Vision Critical Technology

Maclean's Magazine, a mainstay in the Canadian weekly news publication industry, released its study results using Vision Critical panel software. Dr. Angus Reid, CEO of Vision Critical, acted as survey consultant.

The US based National Survey of Student Engagement (NSSE) and the Canadian Undergraduate Survey Consortium (CUSC) were nationally deployed studies designed to provide universities with data assess multiple programs and services. The Maclean's University Graduate Survey was conducted online and focused on the quality of the alumni's student experience and the impact that university had on their lives.

http://www.macleans.ca/universities/article.jsp?content=20060626_129378_129378">Read the entire article here

Posted on June 29, 2006
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Leverage Your Panel to Increase Sales

Major newspapers are leveraging their custom panels to increase ad sales. A recent Editor & Publisher article reviews how USA Today and The Dallas Morning Sun are offering customized research packages to advertisers based on their specific advertising goals.Susan Lavington, USA Today VP of Consumer Marketing states, "Advertisers have been demanding more accountability and transparency," she says. "This was our solution." Lavington is excited at the prospect of engaging with other papers to conduct larger studies, "It's just good for the industry."

The Dallas Morning News is recruiting readers to participate in online panels. The panelists are asked to evaluate ads via email and the survey would include questions such as "Was the brand recognized and the ad easy to understand?" Leigh Straughn, Director of Advertising Communications and Strategy, explains "We are now starting to go out and start conversation with advertisers," and offers packaged research bundles to ad clients starting at $2000 per advertisement.

Lavington believes the program will only strengthen relationships with advertisers, "If an ad is not working, the advertiser will figure it out one way or another. We would rather be a partner with them. With this program we can engage in conversations."


Note:
The Newspaper Association of America is in the initial stages of researching return on ad investment initiatives in hopes to standardize metrics to determine an ad's ROI.

Posted on June 28, 2006
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Technology Puts Direction of Brands in Consumers’ Hands

The ‘open-source’ movement of consumer-generated media gaining a new level of legitimacy. An article in the June edition of Marketing News highlights how companies should “Let Them Decide: Technology puts direction of brands in consumers’ hands.”

Gordy Abel, VP of interactive agency Carat Fusion claims, “The more insights you can get between consumers and brands in many ways is the holy grail.” Abel believes the development of open-source marketing campaigns may change the role of marketers in the communications process. The brand messages will be stronger because the consumer interaction will give marketers a new insight into how consumers think.Robbie Vorhaus, President of Vorhaus & Co. public relations consultants agrees, "Brands that break through are the ones that engage consumers."
He warns that companies who have a preconceived vision of how their brand should be may fight an uphill battle if consumers are saying their brand is something else.

Leading consumer packaged companies are sourcing new technology for consumer input on their brand images. Pepsi, Dannon and Cadbury Schweppes conduct online surveys to measure consumer preferences one step at time starting with packaging designs. Participants design the package based on their own preference, not by predetermined marketing set development.

Marketers are looking to consumers to contribute to marketing campaigns by using the Internet and evolving technology. MasterCard Inc. has open-sourced its 'Priceless' commercials by asking consumer to participate in the creative process and write the scripts. The company reports they have received over 75,000 quality submissions.

The communication between companies and consumers is growing into an ongoing conversation. Marketers are opening the creative process to nontraditional sources and gaining valuable insight into how consumers perceive and use their brands. Hoffman, founder of adcandy.com, feels that companies "peek into the public's consciousness and what they are thinking about your brand...and by participating and interacting, they develop a vested interest in your brand."


Further Reading:
http://www.visioncritical.com/buzz/index.cfm?commentID=154 ">To Charge Up Customers, Put Customers in Charge

Posted on June 22, 2006
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To Charge Up Customers, Put Customers in Charge

The “customer-made” trend goes beyond implementing product changes based on customer feedback; companies are actively soliciting ideas and encouraging brand enthusiasts to submit product designs. The NY Times article, “To Charge Up Customers, Put Customers in Charge” explains how many companies are exploring the involvement of customers in their core innovation process.

Eric von Hippel, Head of the Innovation and Entrepreneurship Group at MIT’s Sloan’s School of Management, describes the customer-made trend as a bottom-up phenomenon of “lead-users innovation” with highly engaged product users finding new ways to enhance products and services before the company does. Professor von Hippel advises that companies should invite their smartest users into the product design process to stand out in fast moving markets.Among companies that stand out are John Fluevog Shoes, Jones Soda Co., and Threadless.com. Fluevog Shoes encourages customers to submit sketches of shoe designs. Submissions are posted on the company website and the winning designs are voted on by website visitors. The most promising designs are manufactured and sold throughout Fluevog boutique locations across nine major cities. "Customers want to express themselves, to be involved with the brand," John Fluevog said. "But even submissions we can't make add to the stimulation. Our customers get more involved, and we get insights into who they are and what they're doing. It's better for both of us."

Jones Soda Co. takes a grass-roots branding approach by using photographs submitted by customers for their product labels. "We started this company with the philosophy that the world does not need another soda," explains Peter van Stolk, founder and CEO of Jones Soda. "Everything at this company is about sharing ownership of the brand with our customers. This is not my brand. This is not our soda. It belongs to our customers."

Threadless.com, the Internet-based company that sells customer designed t-shirts is a low-cost, high involvement formula with plenty of room for growth. Threadless.com has 300,000 registered users and continues to add 20,000 new users per month. It receives up to 150 new designs each day and sells an average of 80,000 t-shirts per month. Online participation has built a community of intensely engaged users who design, select, market and purchase products - the customers truly are the company.

http://www.nytimes.com/2006/06/18/business/yourmoney/18mgmt.html?ex=1151380800&en=91573d7cdde19ca6&ei=5070&emc=eta1">Read the entire article here


Further Reading:
http://www.visioncritical.com/buzz/index.cfm?commentID=141 ">Who Are Your Lead Customers? http://www.visioncritical.com/buzz/index.cfm?commentID=156">
Customer Centricity
http://www.visioncritical.com/buzz/index.cfm?commentID=151 ">Tap Into Customer-Made Trends - Part 1
http://www.visioncritical.com/buzz/index.cfm?commentID=153 ">Tap Into Customer-Made Trends - Part 2

Posted on June 18, 2006
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Tap Into The Customer-Made Trend - Part 2

Why are customers interested in co-creating?
Why now?

Because they can.

TRENDWATCHING.COM declares the CUSTOMER-MADE trend, co-creating products and services with customers, is the most important trend to watch. Trends that redefine what constitutes value to consumers are worth tracking for many years: “Tapping into the collective experiences, skills and ingenuity of hundreds of millions of consumers around the world is a complete departure from the inward looking, producer vs.consumer innovation model so common to corporations around the world.”Today, consumers have an insatiable appetite for relevant information. Consumers want instant detailed information gratification and will take the time to research the best, least expensive, most healthy and smart products available. The combination of consumer generated content phenomenon and millions of info-lusty lead users, early adopters, and smart business professionals help to create the "Global Brain", a collection of world-wide consumers dying to give you piece of their the mind. TRENDWATCHING.com warns, "Open up your corporate fortress to brilliant individuals from around the world. If you don't, someone else surely will."

Companies are inviting customers to contribute in product innovation and ongoing product development. Proctor & Gamble is a leader in weaving CUSTOMER-MADE into its corporate fabric with its Connect + Develop program that has produced more than 35% of the company's innovations. Proctor & Gamble report a 60% increase in R&D productivity and within the last two years has launched over 100 co-created products.

What's next?
TRENDWATCHING.COM reminds us that CUSTOMER-MADE is an ongoing conversation between consumer and corporations, "in many ways it is the 'Holy Grail' of marketing." It encourages companies to turn customers into 'reporters' who provide findings, observations and suggestions. As co-creators begin to realize how valuable they are, retribution for co-created products and services will increase.

Innovation feeds the CUSTOMER-MADE trend and its style implies the end of the traditional producer-consumer relationship. This innovative trend implies that companies must let go of control and recognize there is a world-wide audience ready to be their advisors. The acceptance of the CUSTOMER-MADE trend and innovation will be determining factors of a company's fortune or downfall.

A common trait among trends is that they seriously alter consumer expectations. Consumers will favor companies that provide CUSTOMER-MADE communication options, respond to feedback and develop new products and services based on customer suggestions.

What's stopping you from creating your own customer advisory panel? Ultimately, you have two choices: quietly listen as your competitors speak to your market; or, you can join the conversation with Panel+ƒ,›.

Read the entire article here

Posted on June 15, 2006
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